Download - V47 Ch6 Consumerbehavior Ve Ed Basa
![Page 1: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/1.jpg)
ANALYZING CONSUMER MARKETS
Edgardo V. BasaAteneo Graduate School of Business
December 1, 2009
MARKETING STARTS WITH KNOWING !
![Page 2: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/2.jpg)
OUTLINE
1. Consumer Behavior :The Challenge to understand2. The Whys define the buys3. The finger that triggers to buy.4. The anatomy of buying5. The process called Buying6. The rootword of buying : Influence7. Origins of buying judgments8. The details of buying9. What comes next : The behavior after buying10. What comes last : The behavior of using and disposing
![Page 3: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/3.jpg)
Concept 1
CONSUMER BEHAVIOR: THE CHALLENGE TO UNDERSTAND
KNOW &UNDERSTAND
SERVE !!
![Page 4: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/4.jpg)
Concept 2
THE “ WHYS ” DEFINE “ BUYS”
Culture
Learning
Memories
Perception
Personal
Social
![Page 5: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/5.jpg)
n
External stimuli Arousing the need
+
UNDERSTAND THE FINGERConcept 3
Internal stimuli Needs reaching Threshold= Drive or ( Needs )
![Page 6: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/6.jpg)
External stimuli
Internal stimuli
DriveBUY !!!!!
Influence
UNDERSTAND THE FINGERTHE ANATOMY OF BUYING
CONCEPT 4
![Page 7: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/7.jpg)
Know the problem
Information search
Alternatives evaluation
Purchase decision
Post purchase activities
THE PROCESS CALLED BUYINGCONCEPT 5
![Page 8: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/8.jpg)
Concept 6 and 7
THE ROOT WORD OF BUYING: INFLUENCE
INFLUENCEBeliefs Attitudes
![Page 9: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/9.jpg)
THE DETAILS OF BUYINGConcept 8
preferred brand
quantity
timing
Payment method
![Page 10: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/10.jpg)
Disappointed
Concept 9
Satisfied Delighted
WHAT COMES NEXT ?THE BEHAVIOR AFTER BUYING
![Page 11: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/11.jpg)
Concept 9
WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING
Post purchase activities
Spread good news
Buy more
Spread bad news
Don’t buy
![Page 12: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/12.jpg)
Get rid : temporarily Get rid: permanently Keep it
Concept 10
THE BEHAVIOR OF USING AND DESPOSINGWHAT COMES LAST ?
![Page 13: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/13.jpg)
Consumer Behavior
![Page 14: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/14.jpg)
Concept 10
CONCLUSION
FROM BEGINNING…. TILL
KNOW THY CUSTOMER
![Page 15: V47 Ch6 Consumerbehavior Ve Ed Basa](https://reader033.vdocuments.net/reader033/viewer/2022061222/54c1e1bc4a7959470c8b456b/html5/thumbnails/15.jpg)
THE END